Recent market data from Kantar indicates that China’s overall make-up market has topped 28.1 billion yuan (US$4 billion). Make-up represents 13% of China’s overall cosmetics market and the category is growing by more than 29% annually. China’s post-90s generation of consumers are main drivers of make-up category growth.
Make-up Demand Across 1st and 2nd Tier City Markets
The largest market for make-up has moved beyond China’s first-tier city markets. According to Kantar data, consumers outside of 1st tier cities accounted for 90% of all make-up purchases. In specific sub-segments, non-1st tier markets represented 91% of face make-up, 90% of eye make-up, and 88% of lip make-up consumption.
Market watchers note that China’s 1st tier city consumers tend set trends for lipstick and other make-up products. Consumers outside of 1st city markets are fast followers and ultimately drive the largest share of all purchases.
Large categories within the make-up market include foundation, base, and lipstick. Emerging sub-categories include lip and eye products derived from loose powder, concealer, bronzing products, lip gloss, and eye shadow.
Make-up demands differ significantly between China’s 1st tier and non-1st tier markets. 1st tier markets have become sophisticated with rising demand for foundation, bronzing products, concealer, and blush. Demand in non-1st tier markets centers around baby cream, air cushions, and entry-level make-up products.
In 1st tier cities, color products have been driven by increase in color variety and effect. Lip pencil and lip gloss sales are driven by new and different varieties of packaging materials. In non-1st tier cities, the make-up market relies on the adoption of color products like lipstick, lip gloss, and eye shadow. Growth relies on increase in frequency of use within a narrower set of colors and product varieties.
Uncover New Make-up Opportunities at China Beauty Expo 2019
To showcase the latest make-up products and innovations, China Beauty Expo is launching a Make-up Art Festival Pavilion during China Beauty Expo 2019. Using and art festival approach, this space will bring together the latest make-up products from around the world. This new area will hose a range of activities and events, attracting agents, retailers, and influencers from across China.
Visit China Beauty Expo 2019 and discover the Make-up Art Festival Pavilion!